“Morocco has basically been sold the same way for about 20 years,” says Adam. “The same camel rides, the same medina over and over. But, you know, this country has so much more to offer. For instance, people are shocked when I mention that Morocco is the biggest wine producer in the Arab world. We produce around 40 million bottles a year, and we even have our own variety, gray wine (vin gris), which sits somewhere between a white wine and a rosé.
“We take our clients to some of the best wineries for VIP tours and tastings. And we have access to places that other operators don’t, because we know people. For example, another special experience we can arrange is a private visit to Yves Saint Laurent’s house in Marrakech. Any member of the public can buy a ticket to the garden or the museum, but we can take our guests inside the house itself, thanks to our close relationship with the Foundation.”
Hunting the hidden gems
As a personal travel consultant, Marie is acutely aware of the need to go ‘off the beaten track’ to find hidden gems in the destinations she covers. “Wherever I go, especially if it’s somewhere new, I take lots of notes and have my phone in my hand ready to photograph and pin interesting places on my Google Maps. For example, when I was traveling around the coast of northern Spain, there are quite a few well-known beaches, but if you walk for half an hour, you can find the most beautiful, transparent blue water beach, like a postcard.
“You have to be on the spot to explore and find these hidden gems – and that’s my work during my travels.”
While inside knowledge of Morocco as a destination is fundamental to Adam’s business, the greater resources he can call upon have allowed more control over the delivery of the experience. For example, Access Morocco has recently invested in its own transportation service.
“This is all about quality of service – we have very high-end clients coming to spend 10 days here in Morocco, and they have the same driver and vehicle for all this time. So if you have a good driver, you have a good experience. And we’ve equipped our vehicles with extras like Wi-Fi and fridges for cold drinks. These simple details make a difference.”
The company is also developing its first hotel in the city of Ouarzazate, known as Morocco’s ‘Hollywood’ due to the area’s use as a location for major movies including Prince of Persia, Gladiator and American Sniper. The hotel project is helping Adam to reconnect with his hospitality roots and he hopes it will pave the way for other properties to be developed that will add to the country’s quality hotel stock.
Secrets of success
Having laid out some of the challenges and opportunities in bespoke travel, what do Marie and Adam feel are the crucial personal attributes needed to be successful in this field?
Marie believes that passion and persistence are both essential. “I am passionate about traveling – during the summer that’s just passed I visited six countries in less than three months. And of course, when I post photos on my social media people think my life is so glamorous and all about drinking mojitos on the beach! But it’s during these trips where I learn more about a region, explore new places, find the best restaurants. It’s my work during my travels – to find the hidden things that nobody knows about.”
“Flexibility is key” says Adam. “Because you have to deal with a lot of different suppliers when you put a bespoke trip together. Guides, hotels, experience providers – and then on the other side you have clients from all over the world, who each have their own interests and demands. So being flexible, proactive, and just adapting to different mentalities and personalities is really important.”
And what of future trends in this fast-moving corner of the travel business? Marie believes that the sustainable and ecotourism element will continue to gain in prominence.
“People are becoming more aware of their environmental footprint and are seeking destinations that are eco-friendly. I hear this more and more, and the hospitality industry will have to respond. With the trips I put together I try to balance the best possible experience with being as sustainable as possible,” she says.
“Something else we can’t ignore is technology, including AI. I’m often asked how I deal with AI, because it is possible to go into ChatGPT and write ‘make me an itinerary for seven days in Paris’. And sure, you’ll get an itinerary, but you won’t get that authentic experience, with the hidden gems, that a consultant like me can provide. I’m also able to use my languages to help build partnerships with local businesses, and these allow me to create even more customized experiences.”
Their approaches may be different, but at heart they share the same passions… we’ll be following Marie and Adam’s adventures in bespoke travel closely, and we wish them every success with their respective ventures!
Photo credits
Main image: EXTREME-PHOTOGRAPHER/Getty
Sunrise: John Crux Photography/Getty
Le Jardin Majorelle, Morocco: Balate Dorin/Getty
Spanish beach: Miguel Sotomayor/Getty
